A surge in demand for PR services in the UAE is on the anvil as the Gulf nation is set to host the 28th Conference of the Parties to the UN Framework Convention on Climate Change (COP28) from November 30-December 12, 2023.
Dubai-based Virtue PR said PR demand in the UAE rises during major international events, such as the Dubai Air Show, IDEX, GITEX Global, Arabian Travel Market, and Big 5, among others.
But COP28 may likely drive an even higher demand for PR experts given how sustainability and climate issues impact everyone, the agency added.
Firas Sleem, CEO of Virtue PR, said: “Many participating organisations and institutions and other concerned parties know the significance of communicating climate policies and initiatives to a broader global audience.
“It is a topic that affects all of us, making it imperative to convey accurate messages to inspire long-lasting solutions and actions on climate change.
“The role of PR professionals is to use their expertise to raise awareness, create impactful messages, and bring to light relevant and complex climate issues using the most appropriate and engaging platforms, be it traditional media or digital channels or both. They will work towards stirring and sustaining stakeholder engagement, as well as shaping important conversations and dialogues that will impact current and future generations.”
According to Sleem (featured image), PR agencies can help craft critical messages and employ inspiring storytelling techniques that resonate with audiences, including policymakers, non-government organisations (NGOs), businesses, and the general public.
They are also equipped to implement a crisis communication plan to address potential controversies effectively.
More than 140 heads of state, senior government leaders, and 80,000 delegates will descend on the Expo City Dubai, COP28’s venue, to tackle the latest climate-related challenges and opportunities. They will gather to discuss the most pressing climate issues and negotiate climate policies and actions.
The upcoming COP28 conference in the UAE represents a milestone in the global fight against climate change. As the host country, the UAE has a unique opportunity to shape public perception and inspire positive action. PR practitioners will play a pivotal role in helping ensure that this will happen, said Virtue PR.
Sleem said: “The upcoming COP28 conference in the UAE will provide a platform for nations to showcase their climate programmes and commitment to sustainability. Consequently, the eyes of the world will be on the UAE, presenting a significant opportunity to shape public perception and catalyze positive change.”
“With their vast network and regional knowledge, PR agencies in Dubai and the rest of the UAE can work closely with national government entities, environmental organisations, and corporations to communicate initiatives that can make a difference, including renewable energy and sustainable infrastructure,” he continued.
Firas Sleem said PR professionals will be responsible for organising press conferences, media interviews, and high-profile events that emphasise the country’s climate change mitigation efforts. Beyond that, they will also play a crucial role in fostering international collaborations, attracting investments, and promoting sustainable tourism in the UAE.
Across the MENA region, the PR industry’s value is forecasted to double by 2030 from its AED3.68 billion value recorded in 2020.
